Intimacy Issues Are Tearing the Heart Out of Your Customer Relationship

Note: A version of this post originally appeared on The Future CMO Club website. Want to think less like a marketer and more like your customers? Put yourself in their shoes. One terrific way to know someone better is playing the Never Have I Ever Game. You’ll quickly find there are experiences that most all of …

How Stop-and-Go Onboarding Goes Off the Rails

Note: This post originally appeared on The Drum. Given the breakneck speed at which new engagement channels emerge and the dubious incentives that drive manufactured scale and reach, it’s no wonder that the ad tech world is notorious for over-promising and under-delivering. The latest example of waving the “Mission Accomplished” banner too soon is happening …

Holiday 2017: How Brands Can Get Personal with Ad Strategy

Personalization has frequently been cited as a top priority for retailers in 2017. But in a just-published whitepaper, research firm RSR calls individualization one of two key marketing strategies retailers must adopt to win the upcoming holiday shopping season. Individualization — essentially Personalization 2.0 — is based on robust individual shopper profiles plus dynamic, real-time …

3 Reasons Why Holiday 2017 Success Starts With Your Existing Customers

The average American will buy 14 gifts this holiday season, and nearly half of all shoppers will also purchase something for themselves in the process. How do you make sure your brand gets at least a fair share of that spending? Many brands put all of their holiday planning focus on new customer acquisition. But …

Know Your Customers to Drive Success in Holiday 2017

The adage “Know your customer” has been around for as long as the retail industry. My father was an independent retailer, and he successfully put two children through college through the revenue generated from his single store. His techniques were primitive, but his knowledge unquestioned: he knew his customers and knew what they wanted. This …

Customer Experience: A Do-or-Die Battle for Every Brand

Forrester CEO George Colony opened the recent 2017 CXNYC Forum in New York City by issuing a startling challenge to a room packed with marketers and CX pros from around the country. “All the companies you work for are slowly going out of business,” Colony warned. “There is an existential challenge to all of us …

One More Big Idea for Marketers from Mary Meeker’s 2017 Internet Trends Report (Part 3 of 3)

In keeping with its mission to help brands connect with customers at every critical moment, Signal has distilled venture capitalist Mary Meeker’s recent 2017 review of internet trends into a few big ideas for marketers. You can read about our first big idea here: Customer Conversations Beyond the Keyboard. Our second’s here: The Intersection of Addressable …

Another Big Idea for Marketers from Mary Meeker’s 2017 Internet Trends Report (Part 2 of 3)

Venture capitalist Mary Meeker just released her annual review of internet trends, and Signal has distilled her slides into a few big ideas for marketers. You can read about our first big idea here: Customer Conversations Beyond the Keyboard. Our second big idea is: The Intersection of Addressable Advertising and Customer Identity Ownership. What’s happening? …

One Big Idea for Marketers from Mary Meeker’s 2017 Internet Trends Report

Venture capitalist Mary Meeker just released her annual review of internet trends. But who has time to process 355 slides or a 40-minute video? Even many of the published summaries are just data dumps. In keeping with its mission to help brands connect with customers at every critical moment, Signal has distilled Meeker’s slides into …

How to Build Brand Infatuation with Your Customers

Everyone has a favorite brand — those go-to companies that we rely on again and again to find what we want and buy the things we need. We can’t even imagine living without them. Of course, we do business with many brands, not just our favorite ones. Sometimes we’re attracted by an ad or special …